The exclusive partnership between Suntec Singapore and Resorts World Sentosa (RWS) has surprised many in the MICE industry.

Suntec and RWS will cross-sell their venues through joint sales calls, customised proposals and event concepts to international meeting planners so that participants will enjoy seamless transfers, along with exclusive and customised services and experiences.

GOOD DEAL
The deal is interesting because, while it makes sense to hold conferences and exhibitions at the centrally located Suntec Singapore and continue after-hours with social functions at RWS, the latter itself offers the latest convention facilities and one of the largest ballrooms in the region.

Several PCOs and DMCs think it would be easier to just base a meeting or incentive at RWS and have everything – including accommodation – conveniently contained in one place instead of shuttling between two venues.

Ong Wee Min, director of sales and client services of Suntec Singapore, says: “Our proposition will provide today’s business travellers innovative options while in Singapore, thereby strengthening and solidifying Singapore’s dominance in the MICE industry worldwide.”

Elena Arabadjieva, director of MICE at RWS, says: “Our partnership will create a very compelling proposition to international meeting planners to look at Singapore with more than passing interest.”

JOINT ALLIANCE
A week later, Marina Bay Sands (MBS) and Singapore Airlines said they would jointly promote each other and Singapore as a major convention and tourist destination. The agreement covers publicity and promotions targeting trade partners, international media and overseas markets.

Singapore benefits when leading MICE players form strategic alliances to expand the pie instead of competing aggressively and reducing prices. But where do local intermediaries fit in? What benefits will PCOs and DMCs enjoy to help their event bids?

If the partnerships are still in their infancy, then the local trade should at least be briefed on their plans and how they could team up, going by Arabadjieva’s pledge that “we are committed to work with existing venues and industry players to grow the MICE pie for Singapore”.

Suntec’s Ong acknowledges a long gestation period. “We will be primarily concentrating on the North American and European markets as they like the concept of serious business with us, coupled with the serious fun element offered by RWS,” he says.

BROAD AGREEMENT
Wholesalers with inbound MICE units are more sanguine. Tradewinds Tours & Travel general manager, Sheldon Hee, says of the MBS-SIA arrangement: “It is a broad agreement and still a work-in-progress. There is good potential for supplementary business. We will work with our distribution network to offer a stronger programme.”

Small outfits are optimistic too. Phin Lee, account director in The Eventic Group, says: “The partnerships are an exciting initiative. They provide a good platform to showcase the various facets of our garden city.

“We look forward to more collaborations that will benefit both local and international meeting planners, and fortify Singapore’s global position in the MICE industry.”

GOOD STRATEGY
MCI, which chose Suntec Singapore as its preferred partner and venue provider last October, sees a collaborative approach between like-minded partners as a win-win strategy for both.

David Goh, managing director, MCI Singapore, says: “Pooled resources yield positive results especially in areas of thought leadership, marketing and sales activities – both regional and global, ‘one-stop’ solutions for clients and mutual benefits of increased business volume.”

However, partnerships may fall short of expectations, face competitive bids and multiple approaches from business leads, or lack transparency.

That should not stand in the way of striving for better collaboration, says Goh: “Working with people behind the organisation and open relationships will mitigate any awkward situations that may arise.”